Future of Affiliate – AvantLink / JEBCommerce / ShopStyle and Vegas Baby!

Posted March 8, 2015 in ,

Earlier this week I wrote about some of the things we discussed at AvantLink’s Future of Affiliate networking event in Vegas this past February.  One of my biggest joys is meeting amazing people in our space and spending some time getting to know them and what they do, where they’ve been and how they got where they are.  This was one of those nights and Scott, Chad, Minh-Khue, as well as the rest of the AvantLink team, definitely fit the bill.  I had a great time and I even got to meet Pete Rose!  Being from Philly, I’ll always remember him on the Phillies.  All around a great night.

One of the questions of the night was:  What are the largest, most immediate opportunities that online retailers can take advantage of in the affiliate channel this year?

For me, that would be profitable sales through multi-touch attribution.  

Omni Channel attribution is probably the most significant thing that will affect the affiliate channel in the years to come.  Being able to track and pay on the customer’s path to purchase not simply the last click.  Is last click attribution dead, no.  But it is not feeling very well right now at all.  Sophistication in evaluating successes of different marketing channels, including affiliates, is going to result in more efficient deployment of resources and budget and ultimately will yield higher profits and higher new customer acquisition percentages.  

Agencies have an opportunity as well.  Agencies need to be able to evaluate technology that makes this happen, adapt to limited information from advertisers, develop strategies and tools to acquire the type of sales at the optimal spot in the customers journey and be able to communicate these changes to affiliates in a way that keeps them motivated to produce.  Affiliate agencies can be a huge driver of this more efficient way to measure success in an omni channel environment.

We’ve been speaking a lot about this recently.  It all started for me back in 2001 when we adopted a “lumberjack” methodology to multi-channel attribution.  (An order was a log, chopped up into sections depending on what channel it touched, hence the name Lumberjack).  But now affiliate networks are providing amazing technology to equip this channel such as LinkShare, AvantLink, ShareASale and AffiliateWindow.  The tech is there, now we just have to be smart at how we are using it.

We’ll be writing more about this in the weeks and moths to come.

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About the author

  • Jamie Birch

    Jamie Birch


Jamie is the owner and principal of JEBCommerce. His extensive Internet marketing experience includes all facets of online marketing: email, paid search campaigns, customer retention programs, and much more. This wide range of disciplines has enabled Jamie to excel as a business leader and JEBCommerce to realize a great level of success for its clients. Jamie cut his “affiliate marketing teeth” managing affiliate programs for many well known companies before spending several years at Coldwater Creek, a Top 5 nationwide women’s clothing retailer. While at Coldwater Creek, Jamie established and managed affiliate campaigns, email campaigns, and SEO campaigns – an opportunity that allowed him to develop many of the proven processes JEBCommerce successfully employs today. In recognition of his professional leadership, the affiliate marketing industry has consistently nominated him for Annual Pinnacle Awards over the years. In addition to individual accolades, JEBCommerce is gaining momentum within the Internet marketing industry and is experiencing positive, exciting growth. This is a direct result of Jamie’s positive leadership, integrity, and earned respect – from his clients and industry peers. Need a speaker for your next event? I can do that, too!